EC Collective to rebrand as the London City Selection

London venue consortium the EC Collective will be relaunched as the London City Selection at International Confex on 24 February.

EC Collective to rebrand as the London City Selection

The Barbican-led initiative will be rebranded as a more formal venture after bringing corporate buyers to the City for fam trips over the past two years.

The consortium will be chaired this year by Barbican business development manager Samme Allen.

The London City Selection will comprise a hand-picked group of venues from within the City of London working together to raise the area's profile as a business-events destination.

Allen said: "The EC Collective ran two successful fam trips but that was the only activity the City of London did. No one knows how developed the City is for events so I thought it needed to have its own voice."

The rebranded initiative will include a new website, more formal referral procedures between venues, and fam trips for corporate and agency buyers.

Visit London head of event solutions and UK Sales Zanine Adams said: "The launch of the London City Selection will act as a focal point for the destination, bringing together buyers and the Selection's superb venue and events offering."